The Challenge
As a flagship international event, Vietnam Defense Expo 2024 presented a unique communication challenge for Viettel High Tech. The campaign needed to strike a delicate balance between two key imperatives:
Conveying Viettel High Tech’s national responsibility — representing Vietnam’s technological advancement and strategic stature on the global stage; and
Demonstrating the company’s product excellence — positioning Viettel High Tech as a world-class defense technology enterprise that meets international standards and commercial objectives.
This called for a communication strategy capable of simultaneously evoking national pride and affirming technological credibility, while maintaining coherence across all platforms and audience segments.
The Solution
To address these challenges, we developed a Big Idea Framework anchored in two core content pillars: National Responsibility and Technology Creating Value.
These pillars guided all communication activities, ensuring that each narrative embodied both the brand’s patriotic mission and its technological leadership.
Our strategy integrated multi-platform storytelling, leveraging Facebook for broad engagement and LinkedIn to target professional and international audiences. Content was tailored to highlight Viettel High Tech’s product innovations, international collaborations, and notable moments at the exhibition — including partnership signings, MoUs, and visits from global delegations.
Through this approach, the campaign effectively positioned Viettel High Tech as a symbol of national pride and a pioneer in global defense technology, aligning communication impact with both brand equity and business goals.
